Offline + Online combined?

Seems like you are making me (the prospect) jump thru hoops.

If you want me to go to the website (aka that is your call to action) there better be a compelling reason for me to do so. And on the flip side there better be a good reason for you to send me there.

Also a note on scarcity. It only works if they are sold on what you are selling and there is truth to the scarcity. Too many IMers get stuck thinking scarcity from the start works. It doesn't. Bringing it up too soon (before they are sold) can actually have the opposite effect. Especially if the service you are offering is not scarce. And web page designers are everywhere. The only scarcity would be you and at that point they are not sold on you.

Hey Aaron,

Cheers, that's put it in more perspective.
While my time is scarce, I can only physically dedicate my time to so many before I have to outsource.

Though as you've pointed out, web designers in general are in abundance.

From what I gather I need to be selling them on myself and what value I can bring to their business and their bottom lines, instead of selling them on a brand spanking new website like every other tom, dick and Harry.

Jay

You need to be selling what you (your company/whatever) will do for them. Websites are a commodity. They can't be scarce. But if you sell them on what you can do that is scarce. You can only do so much.

Scarcity is for later once they are sold on you but not ready to jump. Scarcity makes them jump. But before they are sold they don't care rather time is running out. In fact they may even think, "well at least once he gets his 5 we won't hear from him again".

I don't understand why you would send them to a website to do the above when your direct mail piece can do this itself.

I think you just making things too complicated and by having them jump through hoops like Aaron mentioned, you are going to lose prospects along the way and thus you are going to lower your response rate.

Forget the website and just send them the direct mail piece and have the ones interested give you call.

I take it you are just getting started.

These types of campaigns can be great for established companies who have exhausted all their local resources and are ready to branch out into other markets.

In MY opinion - there is no need for this effort. All this planning will get you nowhere. It seems you are putting up barriers to your own success by complicating things.

We have all done it but I am trying to save you the headache. When you try schemes like this, you are really giving yourself reasons, in advance, to justify your possible future failure to make money. You are actually building in mechanisms to avoid the self-esteem hit at being told no or not making any sales and failing.

So, you are creating this scheme to insulate yourself from this possible future pain.

There is no reason for any of this. You need to go sell your services. If you can't go sell them face to face, what makes you think you will be able to sell them after they call and leave a message?

I am willing to bet you have spent hours and hours, weeks and months "getting ready" to sell your service. You've been looking for these businesses, building the list, researching as much as possible, writing and then tweaking, tweaking, tweaking your letter. Creating and then tweaking, tweaking, tweaking your website. Calculating response rates and doing the "if only 3% of people respond I'll make X amount of money!"

I will bet that you have spent hours, weeks, months, making promises to yourself and your relatives that you can do this.

And now - after all of that work. All of those promises, you come here looking for more info. You are getting nervous now. You've done all this work and it's almost time to pull the trigger. You fear it will fail and you are looking for more things to think about. More things to "work" on.

This is all happening in your subconscious - sabotaging you. Of course, I could be wrong, but I doubt it.

Here is the thing - you have identified a list of prospects. Now just go see them. Tell yourself you will not stop until you have pitched to 10 people each day. Make your pitch 100 times. Sell some stuff. Then think about how to do it better. Now is not the time for improvement. Now is the time to start selling.

Stop tweaking and twiddling, thinking and calculating. You have done that long enough! You are fully capable of making these sales! Your future depends on it. These business owners need a better website...from you!

You have the list - JUST GO GET THEM.

If I'm completely wrong about you, then I apologize. But - it doesn't change my opinion on the matter. Forget about this complicated scheme and just go start selling. Once you get better at selling and fulfilling, hire someone and teach them how to sell too.

Ah Dan, that's that risk we take, what did you try? Just targeted letters?
Did you go with lumpy mail? In all honesty I find it tacky but it does work for me, though I stay clear from the dice and keys.

I found bouncy balls work nicely, with a comment on how a high bounce rate is equivalent to directing all prospective clients to your nearest competitor..

I'm considering using them lil parachute men I used to have as a child, throw a bit of nostalgia at people, though still not sure on a punchy line to tie them in.

Jay

Is there a compelling reason for them to go online to your website rather than call the number and talk to you? For instance, maybe you could offer a free online evaluation (survey) where the potential customer fills out a survey. The survey could ask about their website/SEO needs. This would easily prequalify them as to whether or not they need your service. Of course, on the completion of the survey page, you would suggest they fill out a contact form so you can get back in touch with them about a special 'web only' deal for your local customers.

Well I give all prospects a 10 question survey when we first sit down, so that I can their pain points with the site, what do they want a new site or redesign to achieve, budget etc..

When I originally thought about it the direct mail would show a quick mockup on the front, with their name logo already on it, and would have a web address, not a number.
The web address would have the number on it and also sell them on the website benefits.

So those who have made it to the web page would already be somewhat interested.

Though a bit more, I'm targeting the beauty niche and selling them on certain benefits of the new website, such as pos and online bookings which only a couple actually have that I've come across. In the process I can up sell them on SMM, Facebook/twitter page design etc etc.

I might just it on a testing purposes, at the end of the day, the cost it take to go it would be negligible if from it I sign up one prospect. If it crashes and burns then so be it. Don't do it again :-D

I'll document it so we can all benefit from the outcome. Either way.